Vlc location data applications in a retail setting

ABSTRACT

A retail merchandising system includes a plurality of gondolas positioned in a retail space, a plurality of visible light communication (VLC) sources positioned in the retail space, and at least one VLC sensor disposed at a fixed location relative to each of the plurality of gondolas. The plurality of VLC sources and the at least one VLC sensor are configured to cooperatively identify a location of the gondolas in the retail space. With pre-stored planograms and the locations of the store gondolas, product locations can be readily determined. Additionally, the system can determine customer locations and communicate with customers and/or track customer activity.

CROSS-REFERENCES TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.15/074,306, filed Mar. 18, 2016, pending, the entire content of which ishereby incorporated by reference in this application.

STATEMENT REGARDING FEDERALLY SPONSORED RESEARCH OR DEVELOPMENT

(NOT APPLICABLE)

BACKGROUND

The invention relates to VLC location data applications in a retailsetting and, more particularly, to the use of VLC location technologyand pre-stored planogram information to identify product locations andprovide customer content.

Networks of devices and algorithms may be used to locate dedicatedreceivers and/or mobile devices within buildings. Indoor positioning isregarded as a key component of location-aware mobile computing, whichrefers to applications that utilize a user's location to provide contentrelevant to the location.

Global Positioning Systems (GPS) lose significant power when passingthrough construction materials and suffer from multi-path propagationeffects that make them unsuitable for indoor environments. Techniquesbased on received signal strength indication (RSSI) from WiFi andBluetooth® wireless access points have also been explored. However,indoor environments can cause radio waves to propagate in dynamic andunpredictable ways, limiting the accuracy of positioning systems basedon RSSI.

Visible light communication (VLC) is a data communications medium thatuses visible light between 400 and 800 THz (780-375 nm). VLC is a subsetof optical wireless communications technologies. The technology usesfluorescent lamps (ordinary lamps, not special communications devices)to transmit signals at 10 kb/s, or LEDs for up to 500 Mb/s.

Specially designed electronic devices generally containing a photodiodecan receive signals from light sources. A cell phone camera or a digitalcamera is a satisfactory signal receiver. There also exist dedicatedreceivers designed specifically for this purpose.

In a retail establishment, especially “big box” retail, it is notuncommon for a store map to be derived from construction plans generatedfrom a CAD program or the like. It is difficult to account for changesor updates made during construction, and as a consequence, store mapsmay not be accurate enough to cooperate with VLC location technology(which can be accurate to within a few inches or less).

BRIEF SUMMARY

An aisle in a retail store may be defined by back to back shelves(facing adjacent aisles) and end caps at both ends of each shelfcombination. This shelf and end cap assembly is typically referred to asa gondola. The products on the shelves may be arranged according to apredefined planogram. If the retail establishment knows the location ofthe gondolas and it also knows where the products are (or should be) onthe shelves based on the planograms, the system can identify exactlywhere a particular product is in the store.

The system of the preferred embodiments identifies the locations of thegondolas using VLC technology. In an exemplary application, a VLC sensoris affixed at each of four corners of the gondola, and these sensorsprovide detailed location data to the system in the form of x and ycoordinates. The system then accesses pre-stored planogram informationto determine product locations based on the detected corners of thegondola. In an alternative embodiment, a single VLC sensor may be usedand location data may be extrapolated.

The VLC source(s) may also be accessed by an app on a customer's mobilephone or by a mobile device on a shopping cart. The app could use themobile phone built-in camera or some other sensor array. The system canuse the customer location in the store in combination with productlocations to provide location-based content to the customer.

In an exemplary embodiment, a retail merchandising system includes aplurality of gondolas positioned in a retail space, a plurality ofvisible light communication (VLC) sources positioned in the retailspace, and at least one VLC sensor disposed at a fixed location relativeto each of the plurality of gondolas. The plurality of VLC sources andthe at least one VLC sensor are configured to cooperatively identify alocation of the gondolas in the retail space. A system servercommunicating with the VLC sources and the VLC sensors is programmed toprocess data received from the VLC sensors to identify the location ofthe gondolas. A mobile device associated with a customer is configuredto receive signals from the VLC sources, and the system server isprogrammed to determine a location of the mobile device and tocommunicate with the mobile device and the VLC sensors.

In some embodiments, the VLC sources may be overhead lights in theretail space. The system may include four VLC sensors respectivelypositioned at four corners of each of the plurality of gondolas. The VLCsources and the VLC sensors may define the location of the gondolas interms of x and y coordinates relative to boundaries of the retail space.Each of the gondolas may define at least one aisle, and the systemserver may store a planogram for each aisle. In this context, the systemserver may be programmed to identify a product location of a specificproduct in the retail space based on the location of the gondolas andthe planograms. The system server may be programmed to identify productinformation based on the location of the mobile device and theplanograms, where the system server communicates the product informationto the mobile device. The mobile device may be a tablet computing deviceattached to a shopping cart. Alternatively or additionally, the mobiledevice may be a customer smart phone or tablet and/or digital signage inthe retail space.

The system server may be programmed to monitor customer dwell time andcollect data relating to the dwell time. The system server may beprogrammed to monitor customer shopping direction and collect datarelating to the shopping direction.

The system may additionally include a wireless network, where the systemserver may communicate with the mobile device via the wireless network,and the mobile device may include a unique address/identifier. In thiscontext, the system server may construct a special packet that combineslocation information gathered via the VLC sources with the uniqueaddress/identifier of the mobile device. In some embodiments, the mobiledevice may be enabled for location based content to be delivered overthe wireless network, where the mobile device is programmed to tag itsnetwork MAC address or local IP address along with the locationinformation gathered via the VLC sources.

In another exemplary embodiment, a method of operating a retailestablishment using visual light communication (VLC) technology includesthe steps of (a) positioning a plurality of gondolas in the retailestablishment; (b) positioning a plurality of VLC sources in the retailestablishment; (c) positioning at least one VLC sensor at a fixedlocation relative to each of the plurality of gondolas; (d) identifyinga location of the gondolas in the retail space based on signals from theVLC sources and the at least one VLC sensor; and (e) determining alocation of a mobile device configured to receive signals from the VLCsources and communicating with the mobile device.

The method may further include storing planogram information in a systemserver, and identifying a product location of a specific product in theretail space based on the location of the gondolas and the planograminformation. Still further, the method may include identifying productinformation based on the location of the mobile device and the planograminformation, and communicating the product information to the mobiledevice.

In yet another exemplary embodiment, a system includes a plurality ofgondolas positioned in a retail space, with the plurality of gondolasaligned in rows and defining shopping aisles between them, and aplurality of visible light communication (VLC) sources positioned in theretail space. At least one VLC sensor is positioned relative to each ofthe plurality of gondolas. The plurality of VLC sources and the at leastone VLC sensor are configured to cooperatively identify a location ofthe gondolas in the retail space. A system server communicating with theVLC sources and the at least one VLC sensor stores planograms of theproducts placed in the shopping aisles, where the system server isconfigured to identify locations of the products in the retail spaceplaced in the shopping aisles based on the locations of the gondolas andthe planograms. The system in this exemplary embodiment also includes awireless network. The system server communicates with the mobile devicevia the wireless network, and the mobile device includes a uniqueaddress/identifier. In this context, the system server constructs aspecial packet that combines location information gathered via the VLCsources with the unique address/identifier of the mobile device.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other aspects and advantages will be described in detail withreference to the accompanying drawings, in which:

FIG. 1 is a schematic block diagram of an exemplary VLC location servicesystem; and

FIG. 2 is a schematic illustration of an exemplary gondola in a retailestablishment.

DETAILED DESCRIPTION

FIG. 1 is a block diagram illustrating an example of a visible lightcommunication (VLC) location service system 10 in accordance withpreferred embodiments of the disclosed technology. The system 10includes multiple VLC-modulated sources 12 that are stationed within anestablishment and each configured to send a location signal containingthe location of the corresponding VLC source. The VLC sources 12 arepreferably implemented as overhead lights such that the transmittedlight emanates downward onto the users, e.g., customers or customers ina store, as well as each user's mobile device 14 and any dedicatedreceivers 16 positioned in the establishment. In the exemplary system, asystem server 18 may communicate with the mobile device 14 and/or thededicated receivers 16 over a wireless communication channel, e.g.,using Wi-Fi.

In some embodiments, with reference to FIG. 2, aisles in a retail storemay be defined by back to back shelves (facing adjacent aisles) 20 andend caps 22 at both ends of each shelf combination 20. This shelf andend cap assembly 20, 22 may be referred to as a gondola 24. A gondolamay alternatively include a single shelf array 20 and/or just one ornone of the end caps 22.

Retail establishments may utilize planograms to define where and in whatquantity products are placed on the shelves. A planogram is a visualrepresentation of a store's products on the shelves. Product positioningmay be important for merchandising, marketing, customer familiarity, andthe like. In some embodiments, the planograms typically include enoughdetail such that if the store knows the location of the gondolas, thestore also knows where the products are (or should be) on the shelves.As such, the location of a particular product in the store can be nearlyexactly identified once the locations of the gondolas 24 are identified.Retail planograms 19 may be stored in the system server 18.

With continued reference to FIG. 2, in some embodiments, it is desirableto determine the exact location (i.e., within a few inches) of thegondolas using VLC technology. In an exemplary application, a VLC sensor26 is affixed at each of four corners of the gondola 24, and thesesensors 26 provide detailed location data, preferably in the form of xand y coordinates relative to a boundary area defined by the storewalls. In some embodiments, the origin or (0,0) point for the x and ycoordinates may be defined by one of the building corners, e.g., the farleft corner of the building from the store entrance. Pre-storedplanogram information may be accessed to determine product locationsbased on the detected corners of the gondola 24. In an alternativeembodiment, a single VLC sensor 26 may be used and location data may beextrapolated. For example, by using a specialized captureapplication/program that allows for the input of an aisle number, andprompting the user to collect location data, a single device can be usedto capture the respective corners of each gondola. This collectionprocess could be further refined so that along with capturing the aislenumber, where only one location scan would be necessary, say at thefront of the aisle, given that scan angle is also captured, gondolalengths are also known from system data. As a consequence, by knowingthe angle and length of the gondola, the system can systemicallycalculate the location of products on the gondola.

Embodiments of the disclosed technology may be implemented in virtuallyany type of indoor location or establishment (e.g., a large retailstore) that has a number of lighting sources (e.g., lamps or overheadlighting). In certain embodiments, each user, e.g., customer, within theestablishment has his or her own mobile device 14 that can be eithertheir own personal smartphone, tablet device, or other handheldelectronic device, or an establishment-owned portable device (e.g., atablet computing device that may be attached to a shopping cart). Forexample, customers may each carry their own mobile device with them asthey travel around a store shopping.

Certain embodiments of the disclosed technology include highly accurateindoor location tracking technology using VLC location signal messages.In terms of physical properties such as range and directivity, VLCcharacteristics are favorable in terms of delivering indoor locationbased content with very high accuracy (e.g., within a few inches orless). Such location information can be used for or in connection withdiscovering a number of useful parameters such as user dwell-times andshopping direction. Communication with a mobile device over a wirelesstechnology other than VLC may be achieved by tagging VLClocation-related information to messages.

In certain embodiments, each VLC source may transmit a unique IDannouncing its fixed location. A customer's mobile device can beequipped with a VLC receiver such as a photo-diode or photo-sensorarray. VLC-enabled light sources may be placed throughout the store and,as the customer moves about the store, the VLC-enabled mobile device mayreceive one or more location signals that may serve to identify alocation of the user's mobile device.

Certain embodiments include the delivery of content to a user that isimmediately relevant to the user, e.g., content that translatestypically to items that are within the user's and, thus, his or hermobile device's immediate proximity. Such content may be delivered tothe user's mobile device as the user walks by specific items in a storeor to display appropriate customer-specific content on fixed digitalsignage screens within the store as he or she walks up to or near eachone, for example. VLC location precision can be controlled by deployingan appropriate number of sources and being highly directional in orderto deliver high accuracy location information. In this context, thesystem server 18 can deliver content with regard to items within thecustomer's immediate proximity based on the location of the gondola 24relative to the customer and the nearby products determined from theplanogram data 19. That is, the system server 18 utilizes the customerlocation in combination with the locations of the gondolas 24 and theplanogram data 19 to identify products within the customer's immediateproximity.

In certain embodiments, it is possible to know the location of usermobile devices and also to communicate with them using an appropriatewireless technology, e.g., WiFi. To enable this, a special packet can beconstructed that combines location-related information gathered via VLCtechnology with the unique address/identifier of the mobile device. Forexample, location based content may be enabled from the infrastructureor other mobile devices to be delivered over WiFi, in which case themobile device can tag its WiFi MAC address or local IP address alongwith the location information gathered via VLC technology. This mayenable other devices/infrastructure to know the mobile device locationand communicate with the mobile device using an appropriate wirelesstechnology, thus complementing the VLC location tracking capability withthe communications capability of virtually any other wirelesstechnology.

Certain implementations may include guiding the customer inside thestore to particular item or service. For example, the user's mobiledevice can act as an indoor global positioning system (GPS) to helpguide the user to a specific section or to a specific product in agrocery store.

With the system and methods according to the preferred embodiments,retail product locations can be accurately identified based on gondolalocations detected using VLC technology and pre-stored planogram data.The VLC technology is also applicable to mobile devices such as usermobile phones, shopping cart mounted devices, and the like. The systemis thus capable of driving content to users based on their locationwithin an establishment.

While the invention has been described in connection with what ispresently considered to be the most practical and preferred embodiments,it is to be understood that the invention is not to be limited to thedisclosed embodiments, but on the contrary, is intended to cover variousmodifications and equivalent arrangements included within the spirit andscope of the appended claims.

1. A retail merchandising system comprising: a plurality of gondolaspositioned in a retail space; a plurality of visible light communication(VLC) sources positioned in the retail space; at least one VLC sensordisposed at a fixed location relative to each of the plurality ofgondolas, the plurality of VLC sources and the at least one VLC sensorbeing configured to cooperatively identify a location of the gondolas inthe retail space; and a system server communicating with the VLC sourcesand the VLC sensors, wherein the system server is programmed to processdata received from the VLC sensors to identify the location of thegondolas, wherein a mobile device associated with a customer isconfigured to receive signals from the VLC sources, and wherein thesystem server is programmed to determine a location of the mobile deviceand to communicate with the mobile device and the VLC sensors.
 2. Aretail merchandising system according to claim 1, wherein the VLCsources comprise overhead lights in the retail space.
 3. A retailmerchandising system according to claim 1, comprising four VLC sensorsrespectively positioned at four corners of each of the plurality ofgondolas.
 4. A retail merchandising system according to claim 1, whereinthe VLC sources and the VLC sensors define the location of the gondolasin terms of x and y coordinates relative to boundaries of the retailspace.
 5. A retail merchandising system according to claim 1, whereineach of the gondolas defines at least one aisle, and wherein the systemserver stores a planogram for each aisle.
 6. A retail merchandisingsystem according to claim 5, wherein the system server is programmed toidentify a product location of a specific product in the retail spacebased on the location of the gondolas and the planograms.
 7. A retailmerchandising system according to claim 6, wherein the system server isprogrammed to identify product information based on the location of themobile device and the planograms, the system server communicating theproduct information to the mobile device.
 8. A retail merchandisingsystem according to claim 1, wherein the mobile device comprises atablet computing device attached to a shopping cart.
 9. A retailmerchandising system according to claim 1, wherein the mobile devicecomprises a customer smart phone or tablet.
 10. A retail merchandisingsystem according to claim 1, wherein the mobile device comprises digitalsignage in the retail space.
 11. A retail merchandising system accordingto claim 1, wherein the system server is programmed to monitor customerdwell time and collect data relating to the dwell time.
 12. A retailmerchandising system according to claim 1, wherein the system server isprogrammed to monitor customer shopping direction and collect datarelating to the shopping direction.
 13. A retail merchandising systemaccording to claim 1, further comprising a wireless network, wherein thesystem server communicates with the mobile device via the wirelessnetwork, and wherein the mobile device comprises a uniqueaddress/identifier, the system server constructing a special packet thatcombines location information gathered via the VLC sources with theunique address/identifier of the mobile device.
 14. A retailmerchandising system according to claim 13, wherein the mobile device isenabled for location based content to be delivered over the wirelessnetwork, and wherein the mobile device is programmed to tag its networkMAC address or local IP address along with the location informationgathered via the VLC sources.
 15. A method of operating a retailestablishment using visual light communication (VLC) technology, themethod comprising: (a) positioning a plurality of gondolas in the retailestablishment; (b) positioning a plurality of VLC sources in the retailestablishment; (c) positioning at least one VLC sensor at a fixedlocation relative to each of the plurality of gondolas; (d) identifyinga location of the gondolas in the retail space based on signals from theVLC sources and the at least one VLC sensor; and (e) determining alocation of a mobile device configured to receive signals from the VLCsources and communicating with the mobile device.
 16. A method accordingto claim 15, further comprising storing planogram information in asystem server, the method further comprising identifying a productlocation of a specific product in the retail space based on the locationof the gondolas and the planogram information.
 17. A method according toclaim 16, further comprising identifying product information based onthe location of the mobile device and the planogram information, andcommunicating the product information to the mobile device.
 18. A methodaccording to claim 15, further comprising monitoring with the systemserver customer dwell time and collecting data relating to the dwelltime.
 19. A method according to claim 15, further comprising monitoringwith the system server customer shopping direction and collecting datarelating to the shopping direction
 20. A system comprising: a pluralityof gondolas positioned in a retail space, the plurality of gondolasaligned in rows and defining shopping aisles between them; a pluralityof visible light communication (VLC) sources positioned in the retailspace; at least one VLC sensor positioned relative to each of theplurality of gondolas, the plurality of VLC sources and the at least oneVLC sensor being configured to cooperatively identify a location of thegondolas in the retail space; a system server communicating with the VLCsources and the at least one VLC sensor, the system server storingplanograms of the products placed in the shopping aisles, wherein thesystem server is configured to identify locations of the products in theretail space placed in the shopping aisles based on the locations of thegondolas and the planograms; and a wireless network, wherein the systemserver communicates with the mobile device via the wireless network, andwherein the mobile device comprises a unique address/identifier, thesystem server constructing a special packet that combines locationinformation gathered via the VLC sources with the uniqueaddress/identifier of the mobile device.